CL_BRAND PRESENTATION_2010 [Mode de compatibilité]
Transcription
CL_BRAND PRESENTATION_2010 [Mode de compatibilité]
THE BRAND BRAND EVOLUTION • 2000: CLYDA is a generalist watch brand for men and women, leading in women, but outdated in men segment • 2002: CLYDA focuses on women segment to clear its message to the consumer • 2004: CLYDA Brand identity is formalized and conveyed thanks to an attractive visual identity • 2005 CLYDA widens its territory with a modern steel jewels collection • 2004-2006: CLYDA is inexorably winning market shares • 2007: – CLYDA is now leader on the jewel watch segment – New dimension reached thanks to a partnership with MGM for use of Marilyn MONROE image in the movie Some Like it Hot – New claim “Loved by you, just you” HERITAGE OF STYLE Clyda has captured the style and elegance of Paris for over 60 years… THE BRAND SET OUT TO CREATE A UNIQUE ATMOSPHERE WHICH WOULD REFLECT WOMEN’S DESIRE FOR FASHION AND STYLE AT AN ACCESSIBLE PRICE SUCCESS These values remain today and have helped create the success story of Clyda: • Clyda is now the leading Womens’ brand in volume in France • Building on it’s experience and knowledge of style and quality to offer a chic message to Women everywhere • From it’s Paris base, Clyda is available in 55 countries throughout the world A NEW BRAND IDENTITY : MARILYN MONROE • About five years ago, Clyda decided to change its positionning and focus on women only. • In the way of becoming an international brand name, Clyda needed a new image and thus a new muse… A NEW BRAND IDENTITY : MARILYN MONROE An International Press Visibility A NEW BRAND IDENTITY : MARILYN MONROE To embody women in their diversity. To express eternal values, always renewed. To tell a story which lasts without becoming outmoded. Alike CLYDA, Marilyn embodies all facets of women. A NEW BRAND IDENTITY : MARILYN MONROE MAKING OF A license contract allowing utilization of Marilyn Monroe image tights in the movie “Some like it hot” (1959) An image bank allowing declining of Marilyn image in multiple atmospheres setting Clyda’s segments and seasonal activity. A NEW BRAND IDENTITY : MARILYN MONROE A new logo A new signature A NEW BRAND IDENTITY : MARILYN MONROE A NEW BRAND IDENTITY : MARILYN MONROE BRAND DYNAMIC NEW DESIGN OF THE CLYDA PARIS WEBSITE New design of the website www.clydaparis.com: STRONG MEDIA PLAN IN FRANCE FOR CHRISTMAS 09 Plan Media fin d’année: BRAND VISIBILITY IN THE PRESS Clyda watches & jewelry Co-branding Clyda watches/Louis Pion (major French chain of watch dealers) THE COLLECTIONS COLLECTIONS The Mod’elles Trendy collection, soft prices for a relaved impulsive purchase act. The Intempor’elles Precious designs, with well adjusted prices to be combined with more classic clothing. The Etinc’elles A collection with stones for “Jewel women”, classic or fashion victim COLLECTIONS “Les Signatures”, Clyda latest collection is inspired by Marilyn Monroe’swellknown movie ‘Some like it hot’ and her famous song ‘Love by you, just you…’, Clyda accessories, the best friend of Marilyn Monroe and all charming women. COLLECTIONS The Mod’elles COLLECTIONS The Intempor’elles COLLECTIONS The Etinc’elles COLLECTIONS The Signatures MARKETING AND COMMUNICATION SS10 ADVERTISING VISUAL POS MATERIAL & PACKAGING WATCHES DISPLAY WATCHES CASE Dimensions : 60L x 38D x 36Hcm Or 60L x 38D x 25Hcm POS MATERIAL & PACKAGING JEWELS DISPLAY JEWELS CASES Dimensions : 95L x 37P x 38H cm Or 95L x 37P x 24,5H EXAMPLE OF WINDOW ANIMATION PR MATERIAL SS10 WATCHES PR SHOTS CLH0041RNIW CLH0037BUIW CLH0040RNPW CLH0035RNPN CLH0038RNPW PRESS CLIPPINGS IN FRENCH PUBLICATIONS